1 raul e. cisneros chief, 2010 census publicity office u.s. census bureau nglc media, marketing...

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Raul E. CisnerosChief, 2010 Census Publicity Office

U.S. Census Bureau

NGLC Media, Marketing & Entertainment Conference

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• 2010 Census Integrated Communications Campaign (ICC)

• ICC Research

• 2010 Census Insights

• Native Born Hispanics

• Observations

Discussion Topics

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ICC Elements

Census in Schools

Digital

Earned Media/PRPartnerships

Paid Advertising

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ICC Research - Audience Segmentation

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Cynical Fifth

Head Nodders

Insulated

Un-acquainted

Turn most likely to respond individuals into advocates through targeted activism programs

ICC Research - Census Barriers and MotivatorsSurvey

LeadingEdge

Overcome apathy or distractions withREMINDER FREQUENCY

Overcome lack of familiarity throughEDUCATIONAL PROGRAMS

Overcome resistance withTrusted Voice Contacts (ex: Live DJ Reads)

Overcome cynicism throughTheir “hearts” vs. minds (ex. : Olympics)

Highly likely to respond but need to be re-familiarized

No major barriers but need to be prompted

Not familiar with Census, its purpose and benefits

Resistant based on multiple participation

barriers

Less likely to participate based on cynicism that

Census provides tangible benefits

Mindset Communication Strategies

19%

6%

7%

41%

26%

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ICC Research - Copy Testing

• Pre-test communications campaign materials:– TV, Radio and Print Executions

• Copy Testing Round I:– 27 Cities– 78 in person Qualitative/Quantitative Sessions– January and March 2009– Diverse American, Hispanics, Black, Asian, Emerging Markets,

AIAN, NHPI, Puerto Rico• Copy Testing Round II:

– 37 Qualitative Sessions– August 2009

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Copy Testing – Hispanic Learnings

• 21 Hispanic/Latino sessions with 319 participants Representation from Mexico, Cuba, Central/South American Countries, and Puerto Rico

• Gender, age, education, marital status, and income mix

• Actionable Findings:– Include more diversity in audience specific materials– Include more aspirational messaging to communicate progress and

achievement– Include references to family and future generations– State that confidentiality is "Protected by Federal Law" to enhance

credibility– Refer to the bilingual form and Spanish website to build confidence

that Census has taken Hispanics into account

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• The “race” question

• Pew findings

2010 Census Insights

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–Community

–Poster

Hispanic Targeted Advertising

http://2010.census.gov/mediacenter/paid-ad-campaign/tv-ads/community-ad.php

http://2010.census.gov/partners/pdf/Targeted_Poster_Hispanic.pdf

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– Almost 47 million total Hispanics in 2008

– Approximately 29 million of them U.S. born

–Of the increase in the native born population from 2000 to 2008, 50 percent of those were Hispanic/Latino

U.S. Born Hispanics

http://2010.census.gov/partners/pdf/Targeted_Poster_Hispanic.pdf

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– 75 percent of U.S. born Hispanics are 34 and under. (Compared to 63 percent of all Hispanics.)

– 91 percent of Hispanics 18 and under are U.S. born.

– 1 in 5 of Americans 18 and younger are U.S. born Hispanics.

U.S. Born Hispanics (cont.)

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– Of the 14.4 million Hispanics who are 3 plus years old and enrolled in school, 85 percent of them are U.S. born Hispanics.

– In the adult population (25 years plus), U.S. born Hispanics have a higher educational attainment compared to all Hispanics


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– In 2008, U.S. born Hispanics had a higher unemployment rate compared to all Hispanics.

– Of the 162,000 Hispanics in the armed forces, 81 percent of them were U.S. born.

–U.S. born Hispanics work less in manufacturing and construction, but more in retail, education and public administration.


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– Of the 9.9 million Hispanics 5 plus years old who speak English only, 93 percent of them are U.S. born Hispanics.

– Of the 15.5 million Hispanics 5 plus years old who speak English less than very well, only 21 percent are U.S. born.


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– U.S. born Hispanics 30 plus years old are less likely to live with grandchildren, but more likely to care for grandchildren, as compared to all Hispanics.


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– Trends of U.S. born Hispanics bear more attention and research, particularly as this population is growing, relative to all Hispanics.

– How we ask someone’s race.

–What’s a 21st Century Hispanic?

Observations

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Raul E. CisnerosChief

2010 Census Publicity Office

(301) 763 – 5204

[email protected]

www.2010census.gov

Thank you!

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Background Information

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Population Growth 2000 - 2008

National Population

in 2000

Hispanic Population

in 2000

National Population

in 2008

Hispanic Population

in 2008National

IncreaseHispanic Increase

National Growth

Hispanic Growth

National Growth due to

Hispanic Growth

Total 281,421,906 35,238,481 304,059,728 46,891,456 22,637,822 11,652,975 8.0% 33.1% 51.5%

Native: 250,314,017 21,080,664 266,098,793 29,080,677 15,784,776 8,000,013 6.3% 37.9% 50.7%

Born in State of Residence 168,729,388 15,806,739 179,132,918 22,130,667 10,403,530 6,323,928 6.2% 40.0% 60.8%

Born in Other State in the US 78,057,078 3,607,235 82,935,072 5,134,392 4,877,994 1,527,157 6.2% 42.3% 31.3%

Born Outside the US 3,527,551 1,666,690 4,030,803 1,815,618 503,252 148,928 14.3% 8.9% 29.6%

Foreign Born: 31,107,889 14,157,817 37,960,935 17,810,779 6,853,046 3,652,962 22.0% 25.8% 53.3%

The Hispanic or Latino population accounts for over half of the native born growth in America.

Source: Decennial Census 2000 and American Community Survey 2008

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Population by Age in 2008

Age United StatesProportion

United States Hispanic or LatinoProportion

Hispanic or LatinoNative

Hispanic or Latino

Proportion Native

Hispanic or Latino

Total population 304,060,000 46,891,000 28,463,000

Under 18 years 73,922,000 24.3% 16,052,000 34.2% 14,611,000 51.3%

18 to 34 years 70,427,000 23.2% 13,368,000 28.5% 6,996,000 24.6%

35 to 64 years 120,898,000 39.8% 14,841,000 31.6% 5,702,000 20.0%

65 years and over 38,812,000 12.8% 2,631,000 5.6% 1,153,000 4.1%

Age United States Hispanic or LatinoNative

Hispanic or Latino

Proportion of all Hispanic or Latino

to overall United States

Proportion of Native Hispanic or Latino to

overall Hispanic or Latino

Proportion of Native Hispanic or Latino tooverall United States

Total population 304,060,000 46,891,000 28,463,000 15.4% 60.7% 9.4%

Under 18 years 73,922,000 16,052,000 14,611,000 21.7% 91.0% 19.8%

18 to 34 years 70,427,000 13,368,000 6,996,000 19.0% 52.3% 9.9%

35 to 64 years 120,898,000 14,841,000 5,702,000 12.3% 38.4% 4.7%

65 years and over 38,812,000 2,631,000 1,153,000 6.8% 43.8% 3.0%

The Hispanic or Latino population is younger than the US overall

This is especially true for native born Hispanics or Latinos for which over half are less than 18 years old

About 22% of the United States younger than 18 is Hispanic or Latino, wherein the vast majority are native born

1 in every 5 Americans younger than 18 is a native born Hispanic or Latino

Note: Numbers are rounded to the nearest 1,000Source: American Community Survey 2008

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School Enrollment in 2008

United States Hispanic or LatinoNative

Hispanic or Latino




School Enrollment

Population 3 years and over enrolled in school 79,855,000 14,440,000 12,260,000 84.9% 15.4%

Nursery school, preschool 5,111,000 953,000 924,000 96.9% 18.1%

Kindergarten 4,073,000 924,000 878,000 95.0% 21.5%Elementary school (grades 1-8) 32,181,000 6,758,000 5,994,000 88.7% 18.6%

High school (grades 9-12) 17,169,000 3,220,000 2,596,000 80.6% 15.1%

College or graduate school 21,321,000 2,570,000 1,855,000 72.2% 8.7%

Proportionally, there are more native born Hispanics or Latinos than the overall US population in grade school


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Educational Attainment Among Adults in 2008


United StatesProportion

United States Hispanic or LatinoProportion


Hispanic or Latino

Proportion Native

Hispanic or Latino

Population 25 years and over 200,030,000 25,558,000 10,461,000

Less than high school diploma 30,005,000 15.0% 10,019,000 39.2% 2,341,000 22.4%

High school Graduate (includes equivalency) 57,009,000 28.5% 6,645,000 26.0% 3,050,000 29.2%

Some college or associate's Degree 57,609,000 28.8% 5,597,000 21.9% 3,353,000 32.1%

Bachelor's degree 35,005,000 17.5% 2,275,000 8.9% 1,184,000 11.3%

Graduate or professional Degree 20,403,000 10.2% 1,022,000 4.0% 517,000 4.9%

Native Hispanics or Latinos have lower educational attainment than the US population overall.

United StatesHispanic or

LatinoNative

Hispanic or Latino




Population 25 years and over 200,030,000 25,558,000 10,461,000 40.9% 5.2%

Less than high school diploma 30,005,000 10,019,000 2,341,000 23.4% 7.8%High school Graduate (includes equivalency) 57,009,000 6,645,000 3,050,000 45.9% 5.3%

Some college or associate's Degree 57,609,000 5,597,000 3,353,000 59.9% 5.8%

Bachelor's degree 35,005,000 2,275,000 1,184,000 52.1% 3.4%Graduate or professional Degree 20,403,000 1,022,000 517,000 50.5% 2.5%

However, of the Hispanic or Latino population, native born individuals have a higher educational attainment.

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Employment of Individuals 16+ in 2008


Employment Status United StatesProportion

United States United StatesProportion


Hispanic or Latino

Proportion Native

Hispanic or Latino


In labor force 157,346,000 65.9% 22,487,000 69.4% 10,081,000 66.7%

Civilian labor force 156,152,000 65.4% 22,357,000 69.0% 9,981,000 66.0%

Employed 146,363,000 93.7% 20,672,000 92.5% 9,074,000 90.9%

Unemployed 10,028,000 6.4% 1,685,000 7.5% 907,000 9.1%

Armed Forces 1,194,000 0.5% 162,000 0.5% 132,000 0.9%

Not in labor force 81,419,000 34.1% 9,915,000 30.6% 5,044,000 33.3%

Employment Status United States Hispanic or LatinoNative

Hispanic or Latino





In labor force 157,346,000 22,487,000 10,081,000 44.8% 6.4%

Civilian labor force 156,152,000 22,357,000 9,981,000 44.6% 6.4%

Employed 146,363,000 20,672,000 9,074,000 43.9% 6.2%

Unemployed 10,028,000 1,685,000 907,000 53.8% 9.0%

Armed Forces 1,194,000 162,000 132,000 81.4% 11.0%

Not in labor force 81,419,000 9,915,000 5,044,000 50.9% 6.2%

Unemployment is higher among the Hispanic or Latino population, especially among those native born.

Most of the Hispanics or Latinos in the armed forces are native born.

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Employment by Selected Industries in 2008


Industry United StatesProportion



Hispanic or Latino

Proportion Native

Hispanic or Latino

Civilian employed population 16 years and over 146,266,000 20,663,000 9,073,000Construction 10,824,000 7.4% 2,583,000 12.5% 644,000 7.1%Manufacturing 16,382,000 11.2% 2,376,000 11.5% 812,000 8.9%Retail trade 16,967,000 11.6% 2,294,000 11.1% 1,288,000 14.2%Educational services, and health care and social assistance 31,740,000 21.7% 3,162,000 15.3% 1,890,000 20.8%Public administration 6,875,000 4.7% 661,000 3.2% 502,000 5.5%

Native born Hispanics or Latinos work less in manufacturing and construction, but work more in education, public administration, and retail.

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Language Spoken at Home and English Speaking Ability United States

Proportion United States

Hispanic or Latino

ProportionHispanic or Latino

Native Hispanic or Latino

Proportion Native

Hispanic or Latino


English only 227,366,000 80.3% 9,871,000 23.7% 9,202,000 38.4%

Language other than English 55,784,000 19.7% 31,607,000 75.9% 14,742,000 61.6%

Speak English less than "very well" 24,439,000 43.8% 15,493,000 49.0% 3,162,000 21.4%

Languages Spoken at Home in 2008

Language Spoken at Home and English Speaking Ability United States Hispanic or Latino






English only 227,366,000 9,871,000 9,202,000 93.2% 4.0%

Language other than English 55,784,000 31,607,000 14,742,000 46.6% 26.4%

Speak English less than "very well" 24,439,000 15,493,000 3,162,000 20.4% 12.9%


The vast majority of Hispanics or Latinos who speak only English are native born

A small percentage of native born Hispanics or Latinos that speak another language, speak English less than “very well”.

26Note: Numbers are rounded to the nearest 1,000Source: American Community Survey 2008

Care of Children in 2008

Responsibility for Grandchildren under 18 years of age United States

Proportion United States United States

ProportionHispanic or Latino


Proportion Native

Hispanic or LatinoPopulation 30 years and over 179,103,000 21,481,000 8,472,000Living with grandchild(ren) 6,448,000 3.6% 1,504,000 7.0% 446,000 5.3%Responsible for grandchild(ren) 72,895,000 40.7% 6,917,000 32.2% 3,447,000 40.7%

The native born Hispanic or Latino population is more likely to have extended family in their households than the general US population. Also, native born grandparents are more likely to take care of their grandchildren.

27Note: Numbers are rounded to the nearest 1,000Source: American Community Survey 2008

Housing Statistics in 2008

Housing United StatesProportion



Hispanic or Latino

Proportion Native

Hispanic or LatinoOccupied housing units 113,101,000 12,627,000 5,654,000Owner-occupied housing units 75,325,000 66.6% 6,200,000 49.1% 2,960,000 52.4%Renter-occupied housing units 37,776,000 33.4% 6,427,000 50.9% 2,694,000 47.6%

Native born Hispanics or Latinos are slightly more likely to own their own house rather than rent.

1 raul e. cisneros chief, 2010 census publicity office u.s. census bureau nglc media, marketing...

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